With the eyes of the world on Italy for the 25th edition of the Winter Olympics, which events are you looking forward to? In the spirit of previous leadership series here on my blog, I've asked a dozen leadership and marketing experts to respond to five questions with the hope that both the questions and answers lead you to think about leadership, personal branding, and the Olympics in new and interesting ways.
For today's post, I'd like to introduce Susan Friesen, based in Canada. Susan is a visionary brand strategist, entrepreneur, and founder of British Columbia's premiere boutique web development and digital marketing agency, eVision Media. With over 20 years of experience in the industry, she's an expert in helping businesses to establish their online presence and create a strong brand identity. Her passion for empowering female entrepreneurs to succeed in the digital world has earned her a reputation as a leading authority in the marketing industry.
SHARE THIS: The Olympic Games have the power to unite us because we can all find something inspirational or something we can relate to in each athlete’s story, whether it’s a story of success or of disappointment. –Tatjana Schoenmaker (South Africa’s most decorated Olympian) #OlympicsLeadershipSeries2026 #DebbieLaskeysBlog
QUESTION: What is your favorite WINTER Olympics sport, and why?
SUSAN FRIESEN: I find that figure skating, especially ice dance, is the perfect mix of precision and storytelling. The technical elements, with clean edges, intricate footwork, impeccable timing, and effortless lifts and spins, showcase the athletes’ incredible abilities. Then the choreography and synchronization between the two skaters is mesmerizing, bringing a beautiful story to life that stays with you for years. That’s exactly how I approach branding: Build the foundation first, shape a clear voice and identity, and only then, "take to the ice" with marketing that actually lands and sticks.
SHARE THIS: How I approach branding: Build the foundation first, shape a clear voice and identity, and only then, "take to the ice" with marketing that actually lands and sticks. ~Susan Friesen #OlympicsLeadershipSeries2026 #DebbieLaskeysBlog
QUESTION: What WINTER Olympics sport most “visually” demonstrates teamwork, and why?
SUSAN FRIESEN: I love watching bobsleigh because it shows teamwork in real time. The push start demands perfect timing, then everyone locks into position and commits to the line down the track. If one person hesitates, everyone feels it, and the result suffers. Strong brands operate the same way with a clear plan, defined roles, and full commitment from start to finish.
QUESTION: According to Suzanne Robb, COO of Alloy, “Define what victory means to you, and keep that vision in mind. You’re the one who gets to determine when you’re making progress, what success means, and what your focus should be. When you get a win, take time to celebrate. In business as if life, you’ve got to run your own race.” With this quote in mind, which Winter Olympics event or result stands out in your memory, and why?
SUSAN FRIESEN: It may have been a while ago, but the 2010 “Golden Goal” still stands out for me. I remember sitting glued to the TV as overtime played out in Vancouver. Suddenly, Sidney Crosby buried it, winning the coveted gold. The team was able to do this because they stayed patient and played their game, knowing the win was well within their grasp. That one shot may have looked like magic, but it’s the product of thousands of hours of refining their craft using a shared collective standard. In business, that’s the win you earn by staying with your plan, even when the pressure is high.
QUESTION: During the 2024 Summer Olympics in Paris, entertainer and businessman Snoop Dogg used the hashtag #FollowTheDogg and shared his Olympic experiences on social media. My favorite story and related photos were when he and friend Martha Stewart dressed in equestrian clothing and attended the dressage competition. According to reports, Snoop’s involvement was intended to attract a new audience to the Olympics. If you were in charge of the Winter Olympics, who would you invite to attract a new audience, and why?
SUSAN FRIESEN: Ryan Reynolds, hands down. He’s smart, funny, a fellow Canadian, and very brand-savvy. He has an incredible ability to turn niche stories into mainstream moments by being authentic and not gimmicky.
If I were in charge, I’d consider incorporating:
(1) Small-town athlete backstories with heart.
(2) Mic’d-up practice moments that give insider peaks into each sport.
(3) Real family watch parties that feel authentic.
(4) Sponsor bits that are actually funny and on-brand.
QUESTION: The 2026 Winter Olympics will be the first Olympic Games under the leadership of International Olympic Committee (IOC) President Kirsty Coventry. She is a former Zimbabwean politician, sports administrator, and former Olympic swimmer and world record holder. She is also the first woman, first Zimbabwean, and the first African to serve as IOC President. According to Reuters, “Kirsty Coventry smashed through the IOC’s glass ceiling in March 2025 to become the organization’s first female President in its 130-year history.” What are your thoughts about this development for the world’s biggest multi-sport organization – and its future?
SUSAN FRIESEN: Representation at the top changes what gets measured. With former athlete Kirsty Coventry now leading the IOC, decisions can tilt more toward athlete safety, clean sport, and wider access. Pair that with real transparency and trust in the Olympic brand will rise, because trust follows governance, not slogans. I’d love to see her better measure athlete welfare, publish the budgets, and report openly. That’s how you protect the brand and grow it.
The Winter Games remind me why great brands win: masterfully combining precision, courage, and teamwork, all performed under pressure. Build the foundation, trust your roles, and stay with your line. That’s how you earn your own "golden goal."
A final reminder, as you watch the competitions, make a note on your calendar to swing by #DebbieLaskeysBlog each day through February 22nd for leadership and marketing inspiration. A small interruption to the series will take place on February 20th to celebrate "National Leadership Day," then the Olympics series returns on February 21st. A series recap will be featured on February 22nd. Enjoy the Olympics!
Image Credit: Olympics.
Read Susan's previous appearance here on my blog:
HOLIDAY LEADERSHIP SERIES – Featuring Susan Friesen (December 24, 2024)
https://www.debbielaskeysblog.com/2024/12/holiday-leadership-series-featuring_01678086903.html
Meet Susan at this link:
Website: https://eVisionMedia.ca
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